The funny thing to me is that by spreading their reach so far, the brands end up turning customers off.
If I see a sponsorship from a brand by someone with a related content niche, I'm likely to pay attention and retain the information. If I hear the same brand referenced by every creator within or across content niches, I tune the brand out completely. Hello Fresh, Function of Beauty, Raycon, Surfshark, etc. exist to me solely as trigger points to start skipping forward in a video. In oversaturation they've lost any brand recognition.